Case Studies

Arizona Office of Tourism
The Arizona Office of Tourism promotes travel to the state and fosters relationships with those interested in visiting Arizona. Through a series of giveaways, offers and promotions, the Arizona Office of Tourism attracts interest from travelers around the world.

One such promotion included a Chicago Cubs Spring Training Getaway that encouraged people to enter for a chance to win two tickets to two Cubs spring training games, along with travel vouchers to help cover the cost of travel to Arizona.

The Arizona Office of Tourism needed to advertise this giveaway in a cost-effective manner that ensured wide exposure to a targeted audience.

Plan
Off Madison Ave turned to Facebook advertising to help promote the giveaway. By targeting United States residents over the age of 18 who had Chicago Cubs-related keywords in their profiles, Off Madison Ave was able to display the ad to a relevant and engaged audience.

Create
Using a combination of ongoing website analysis and message testing, Off Madison Ave determined popular keyword trending and elements that resonated strongest with audiences. These findings were used to optimize and shape the Chicago Cubs Getaway messaging.

In addition to the ad that ran on Facebook, Off Madison Ave crafted a corresponding, keyword-rich landing page that housed detailed information about the getaway. Here, visitors to the page were prompted to enter the contest, request an Official State Visitors Guide and sign up for periodic newsletters about Arizona tourism.

Achieve
Facebook advertising proved to be a very successful vehicle for promoting the Chicago Cubs Getaway. In two weeks, the ad reached more than 2.9 million visitors to Facebook at a cost of less than $700. In addition, the Facebook ad returned:
- Double the industry average click-through rate
- 27% conversion rate for Official State Visitors Guide requests
- 17% conversion for email newsletter opt-in
In addition, this advertising campaign drew attention to the Arizona Office of Tourism Facebook page, thus increasing awareness of Arizona-related travel to interested parties. Facebook noted the success of the promotion and selected Off Madison Ave to write a case study about the campaign to be featured on Facebook's advertiser pages.
Inn of the Mountain Gods Resort and Casino

When the previous efforts of Off Madison Ave and Inn of the Mountain Gods Resort and Casino equaled sold out rooms every weekend, the focus moved to garner similar weekday results. The resort wanted a quick way to book vacant rooms Monday-Thursday when vacancy was low and was willing to offer a reduced-rate incentive.

Plan
Off Madison Ave realized an inexpensive room didn’t mean an inexpensive getaway - travel costs considered - and long-distance trips are usually planned months in advance. The promotion, Fuego, was arranged to have booking and check-in only days apart, leaving little time for extravagant planning and limited customer-base to nearby audiences.

Create
To amp weekday occupancy, Off Madison Ave’s interactive team constructed an email promotion for $79/night standard rooms. Using local and Spirit Club (Inn of the Mountain Gods' players club) email lists, the Fuego Promotion hit inboxes on Thursday and allowed customers until Sunday evening to take advantage of the reduced-rate for the following week. Each email included two additional elements to personalize and further the effect of Fuego: 1) With hopes to multiply reach and maintain the right audience, Off Madison Ave added a ‘Forward to a Friend’ option. 2) An ‘Interest Check List’ (i.e. golf, massage, fine dining) allowed Inn of the Mountain Gods to personalize the guest experience.

Achieve
With a clear call-to-action (reservation line and client ID outlined within the email) and short deadline, return was instantaneous. During the first run of Fuego, 18 rooms were booked – a 541% return. Because Off Madison Ave had an established, on-going relationship with Inn of the Mountain Gods Resort and Casino, the audience research and email lists were pre-existing - Fuego ran within minimal cost to client. Inn of the Mountain Gods Resort and Casino continued to periodically run Fuego and produce similar results.
National Academy of Sports Medicine

National Academy of Sports Medicine (NASM) is a leader in personal trainer certifications and continued education for today’s health and fitness professionals. They serve over 100,000 members across 80 countries.

After teaming up for two years as NASM’s integrated marketing partner, Off Madison Ave encouraged them to build a home in social media. To jumpstart their presence in all the right areas, we were tasked with strategizing NASM’s social media campaign.

PLAN
While NASM was ready to live in social media, they were skeptical of how it equated to profit. Off Madison Ave needed to seamlessly integrate social media into NASM’s existing strategy and prove the capability for consistent and successful return in a way the NASM staff could manage long-term.

On the brink of March Madness, Off Madison Ave recognized Facebook fan pages as a sports and fitness resource for like-minded individuals and recommended NASM utilize them as a means to establish a social media presence. We had four weeks to reach NASM’s goal of 1,000 fan followers and turn those followers into a profitable social media foundation.

CREATE
After creating the Facebook fan page, NASM sent email invites to 25,300 recipients – a mix of NASM members and individuals who had expressed interest in the health and fitness community. The email offered a chance to win a Steve Nash autographed basketball for everyone who joined NASM’s Facebook fan page.

The Off Madison Ave public relations team then worked throughout March to include sports articles and news stories on the NASM Facebook fan page. These stories were placed to encourage interaction among fan page members. The Off Madison Ave interactive team cross-promoted goings-on via the recently created NASM Twitter handle as well as the agency’s own Twitter accounts, further increasing the opportunity for exposure.

ACHIEVE
By the close of week four, Off Madison Ave and NASM exceeded their goals:
•    1,100 members, 500 of whom joined during the first week
•    Facebook was the #4 traffic-referring site to nasm.org
•    38% of all regular traffic during the time of the promotion was made up of first-time visitors
•    $500 in fitness workshop signups through NASM Facebook fan page promotion

After randomly selecting the winner of the Steve Nash autographed basketball, a Facebook promo code was distributed to the remaining fan page members. This 5% off promo code was applicable to any online offerings including new certifications and advanced specializations and generated upwards of $900 in sales. After passing the social media reigns over to NASM, their continued success led to the need for a full-time social media staff member. They also plan to expand their online presence with viral video and other social media forums.
Ski Apache
Ski Apache, a ski and snowboard destination in New Mexico, had seen a steady decline in season pass sales during the 2008-2009 season. Despite sophisticated snowmaking capabilities, the warm season was taking its toll on Ski Apache’s sales goal.

Ski Apache approached Off Madison Ave with the idea of a limited-time $199 annual ski pass offer.
- PLAN
  With the current season already nearly over, Ski Apache and Off Madison Ave had to quickly develop a strategy to launch the new offer. At a third of the regular season pass price, the $199 promotion would be good for the remainder of the current season and the entire 2009-2010 season to follow. Ski Apache hoped to revive sales in the immediate season while building a base for next year.
  
  In hard economical times, the offer made a lot of sense for skiers and snowboarders who couldn’t justify spending $600 on leisure. This season pass bought them unlimited snow days for more than a season at the same cost of five one-day passes. Knowing this would draw considerable interest, Ski Apache planned to limit the offer to just one week.
- CREATE
  Due to warm weather at the beginning of the season, Ski Apache already had a lot of eager skiers and snowboarders. In response, Off Madison Ave had earlier created an email opt-in to receive regular SMS snow updates. Off Madison Ave used this opt-in list to capture skiers and snowboarders who may have been discouraged from buying passes earlier in the season. Subscribers to the general Ski Apache e-newsletter were also invited to take advantage of the $199 offer.
  
  It only took two weeks for the plan to fully execute. Off Madison Ave planted the offer in local New Mexico publications, local TV and radio stations, affiliated websites and the Ski Apache website.
- ACHIEVE
  By then end of day one, $10,000 in annual ski passes were sold and word was spreading quickly. Realizing the influx would only stop when the offer did, Ski Apache gave buyers an additional seven days to purchase to maximize the promotions ROI without losing the limited-time benefit.
  
  After 14 days of $199 annual ski passes, Ski Apache sailed past the entire previous season’s sales $108,000 in just two weeks. Together, Ski Apache and Off Madison Ave achieved their goal of closing one season strong and queuing up a crowd for the next.
Kolbe Corp.
Kolbe Corp., a company that specializes in personality and assessment tools for businesses looking to hire the right employees and individuals seeking to better understand their own natural abilities, had developed a new testing product, the Career MO+™ assessment. This assessment built on prior assessment products to match users with careers based on their conative talents.

Kolbe needed to determine how to best launch the Career MO+™ to the public, including how much to charge and how to describe and educate consumers about the new product.
- PLAN
  Off Madison Ave and our email partner, ExactTarget, joined forces to develop a strategic testing solution that would help Kolbe determine which price points were most effective while simultaneously testing messaging. In addition, the plan called for reaching out to existing customers within the Kolbe database, as Kolbe had a strong and active email list of customers who had opted in to receive further communications, and these customers were already “pre-qualified” to take the new test.
- CREATE 
  In order to test multiple items within one campaign, Off Madison Ave developed a 12-way multivariate test. Prior to launching the test campaign, we also conducted research with a control group to identify baseline customer reaction to the product.
  
  Utilzing ExactTarget’s dynamic content features, we were able to automatically create email variations based on randomly assigned customer groups. Since the main call to action for all groups was to take the new test, we were able to tag the variations and measure sales generated by each. In addition to email-friendly design and best practices, we also personalized each email with the customer’s name.
- ACHIEVE
  By utilizing the dynamic content feature of ExactTarget, the multivariate test was produced and executed efficiently, thus limiting Kolbe’s costs. In addition, this campaign allowed us to achieve quick results, which allowed Kolbe to go to market with the new product more quickly and with more definitive pricing and messaging information to inform later marketing decisions.
  
  The winning version of the email produced almost $700 in sales alone, and the overall campaign created 315 new product sales for Kolbe. Moreover, we applied the results of this campaign to Kolbe’s other initiatives as well, including PPC, online advertising and a hyper-targeted, holistic marketing program – making these efforts more efficient from day one.
VIACK Corporation
Collaboration software developer VIACK Corporation wanted increase sales to the government market for its new VIA3 Assured Collaboration Service, an integrated online meeting solution combining live audio, video, instant messaging and real-time information sharing into one private and confidential desktop offering.

After 9/11, government entities not only had to find a way to share information, but also had to ensure that this information was protected from unwanted intrusions. VIA3 was the ideal solution, and VIACK initiated a Jumpstart Campaign to get agencies started.

The Jump Start Kit included four VIA3 seat licenses (which enable 16 people to download the software), web cameras and headsets for all 16 users, three months of service, and an online workgroup training session to get them comfortable with the software. Most importantly, the product was priced at an affordable point that allowed government purchasers to buy the product in a streamlined manner.
- PLAN
  Off Madison Ave joined forces with VIACK to develop an integrated marketing campaign that would:
  - Build awareness of VIA3 in the government market as a secure collaboration provider through an integrated campaign coinciding with the government's purchasing cycle.
  - Generate 700 government leads for the sales team through the duration of the Jump Start Campaign from a variety of sources and disciplines.
  Using phone surveys, Off Madison Ave learned that security ranked as the most critical component for respondents. This provided Off Madison Ave with valuable insight into how to reach its audience most effectively.
- CREATE
  Off Madison Ave developed a creative campaign that employed visuals similar to those used in World War II-era public service campaigns to communicate messaging around the secure communication opportunities available with VIA3.
  
  We also determined the most effective way to reach federal government workers in Washington, D.C. with this message was to focus on the Beltway commuter by harnessing popular modes of transportation, such as subways and buses, as well as widely read government technology trade publications and radio stations.
  
  Off Madison Ave also developed a comprehensive pay-per-click marketing campaign that targeted phrases most relevant to potential VIACK customers. The campaign included keyword-rich landing pages designed to meet the needs of these searchers while providing robust tracking. This allowed us to monitor, test and refine the campaign on an ongoing basis.
  
  To make this a truly integrated effort, Off Madison Ave also used media relations, radio, direct mail, online banners, newsletters, email marketing, pay-per-click marketing and event marketing.
- ACHIEVE
  Prior to the launch of the Jump Start Campaign, very little was known about VIACK. But through this aggressive, multi-tiered campaign, the company was able to establish a market presence within the government space.
  
  The campaign also generated 2,172 leads, more than three times VIACK’s goal. In addition, the website – where all campaign traffic was directed – saw the following results:
  - 500% increase in online leads from the PPC campaign
  - 55% increase in overall website visits
  - 96% increase in unique website visitors
  - 138% increase in downloads of the VIACK company brochure
  - 110% increase in downloads of the military fact sheet
  - 70% increase in downloads of the VIA3 fact sheet
Southwest Human Development
In August 2007, the Arizona Institute for Early Childhood Development at Southwest Human Development introduced the Fussy Baby program, an affiliate of the Fussy Baby Network at Chicago’s Erickson Institute. Designed to aid Arizona parents whose babies cry excessively, the program is an expansion of the organization’s Birth-to-Five Helpline and provides telephone and optional in-home support to families with hard-to-soothe infants.

As this program launched, Southwest Human Development found that many new parents typically rely on their doctors for medical emergencies and advice but didn’t know where to turn for the many other questions and challenges that come with raising a child. These developmental questions ranged from general inquiries to critical issues that could become serious medical concerns if not quickly resolved.
- PLAN
  With the goal of growing awareness of the Fussy Baby program’s efforts and expanding the program at a steady pace, Off Madison Ave was charged with creating a public relations strategy to increase local general awareness and boost the number of donations to increase staffing and future outreach capabilities.
  
  Following initial research, Off Madison Ave developed key communication messages to push information and content to key target audiences and families, pull influencers and potential donors to the program and engage local parents with the Fussy Baby program through calls and home visits.
- CREATE
  To engage and educate families and media outlets on the launch of this new program, the agency began a targeted local public relations campaign assuring Arizona parents that they weren’t alone in their parenting struggles and there was a program available for support and answers. Additionally, the media relations campaign informed the general public of the need for additional donations to expand the program’s to reach more families.
  
  Off Madison Ave distributed press releases highlighting the types of issues the program addresses, posted blogs and facilitated interviews with the program’s medical and behavioral experts to establish credibility and build awareness. We also distributed numerous radio PSAs highlighting the free resource for parents. Furthermore, as grants were awarded to this worthy program, general media announcements were distributed, pitched and placed to encourage additional donors and highlight program successes.
  
  Finally, Off Madison Ave conducted a “Fussy Baby Turns One” Anniversary campaign in July and August of 2008 to further increase helpline calls, enhance general program awareness and encourage continued donations. Additional “Fussy Baby Turns One” PSAs, releases, blogs and media drops were distributed and placed with local television, radio and print media outlets.
- ACHIEVE
  Results from an evaluation conducted at the Erickson Institute indicate that the program continues to have an extremely positive impact on families, showing substantial decreases in maternal depression and parenting stress and increases in maternal self-efficacy, all of which have a critical impact on babies and their ability to grow and thrive.
  
  Program goals of increasing calls at a steady, manageable rate were met as staff members responded to 438 Fussy Baby calls from 154 different families in the first year. In addition, 32 families received home visits in the first year. Calls were received from various sources including parents, foster parents, childcare providers and other professionals. Nearly 20 percent of families who called the helpline reported learning about the service from news coverage about the program.
  
  The program’s donor goals were also successful, including:
  - $45,000 from the Arizona Child Abuse Prevention License Plate Program Grant
  - A multi-year grant for $400,000 from the Virginia G. Piper Charitable Trust for the Birth-to-Five Helpline and the Fussy Baby program
  In addition to these specific achievements, Southwest Human Development also reported overall increased awareness of the program during its first year through the series of PSAs, press releases and blog posts.
John C. Lincoln Health Network
The John C. Lincoln Health Network (JCL) is a not-for-profit, private group of hospitals and specialty services located in metropolitan Phoenix. Like many hospitals, JCL often finds itself short on nurses and other health practitioners, in spite of its designation as the first “Nursing Magnet” hospital in the area, the highest designation available from the American Nurses Credentialing Center.

JCL had attempted a variety of marketing tactics to recruit nurses locally and regionally, but had seen only mixed results. For example, a 2006 job fair yielded about a dozen new applicants, and the organization considered this effort a relative success. JCL wanted to bolster results in future campaigns and turned to Off Madison Ave for help.
- PLAN
  To get improved results for JCL’s next job fair, set to take place in the fall of 2006 simultaneously at both JCL campuses, Off Madison Ave developed an online advertising program that would reach potential employees in a variety of online settings.
  
  We conducted significant keyword and audience research and worked with JCL to develop a highly targeted online media plan that combined local online ads, national geo-targeted and behaviorally targeted ads, and paid search ads.
- CREATE
  A variety of banner ads were created for the campaign, as well as an interactive landing page that allowed visitors to create an “invitation” to the job fair, complete with map, directions, time/date and a “reservation number.”
  
  Interestingly, the invitation was not required for attendance and the reservation number was fictitious, but the psychology of having a reservation resulted in more engaged applicants and high attendance for the job fair.
- ACHIEVE
  More than 100 people signed up for the job fair as a direct result of the campaign’s landing page. Nearly 1,400 people visited the landing page, yielding a remarkable conversion rate of 7.5 percent. The total cost per registrant was less than $60.
The job fair campaign was so successful that JCL subsequently engaged Off Madison Ave to create an ongoing online marketing program to drive qualified traffic to the JCL job search website. Over a 70-day period, 753 people used the job search function at a total cost-per-user of just over $30.
Fujitsu
Fujitsu, a computer hardware and electronic devices company based in Tokyo, was searching for a way to generate interest in its ECLIPSE car audio, video and navigation brand and product line through its annual music video DVD giveaway.

Fujitsu approached Off Madison Ave to assist in making the promotion more valuable to the company with an initial goal of distributing 2,500 DVDs over a two-month period. 
- PLAN
  Off Madison Ave responded by conducting market analysis and consumer research, which determined there was potential to build one-on-one relationships with consumers through this, which included a promotion to win a grand prize of ECLIPSE’s AVN6620 CD/DVD/Navigation system or one of 2,500 ECLIPSE Driving Music DVDs with videos from the year’s top artists.
  
  Based on the initial research, Off Madison Ave carried out an extensive strategy session and research process to determine the best way to generate a list of interested individuals, as well as promote the ECLIPSE brand and new DVD/navigation products.
- CREATE
  The end result was a combination of various digital marketing tactics chosen specifically to achieve these goals, including pay per click advertising, a triggered and targeted viral email program, social media promotion and banner advertising.
  
  A microsite was also created to capture all traffic for the giveaway and convert it into entries. At the same time, the site was designed to help build a list of engaged consumers for future marketing efforts – a first in ECLIPSE’s history.
  
  A detailed tracking strategy was also employed for all tactics in order to optimize the campaign’s performance, segment participants by demographic and psychographics and learn more about their interest in the brand.
- ACHIEVE
  Within one month, Fujitsu realized results well beyond the goal of giving away 2,500 DVDs. Just a few of the results included:
  - More than 15,000 giveaway entries.
  - More than 50 percent of all microsite registrants opted in to receive future email from Fujitsu.
  - Banner ad conversion rates of 5 percent, far above the industry average.
  - 60 percent of registrants came from social media efforts alone.
  These results gave us valuable insight into Fujitsu’s audiences and what spurs them to action. In addition, it revealed new targets, strengthened messaging and allowed us to gauge interest by audience segment and propensity to purchase.
*Referred by WorldCom Public Relations Group Partner Pollack PR who handles public relations services for them.
Fairytale Brownies
Fairytale Brownies, a gourmet brownie manufacturer based in Chandler, Arizona, began selling its tasty treats online in 1996. As with many companies focused on the gift-giving market, the holiday shopping season in the fourth quarter of the year generated a significant portion of the firm’s annual revenue.

In 2005, Fairytale Brownies wanted to leverage its online presence to support increased holiday sales, and turned to Off Madison Ave for help.
- PLAN
  While the holiday season is critical to Fairytale Brownies’ success, Off Madison Ave also recognized the importance of year-round sales to the company. Therefore, we developed a plan that called for not just maximizing online sales during the 2005 holiday season, but developing a campaign with elements that could be utilized successfully throughout the year as well.
- CREATE
  Off Madison Ave’s interactive team launched a paid search campaign through Google and Yahoo! with more than 300 keywords and strategic landing pages targeted to convert visitors from key search phrases. The campaign began in October and ran through the peak gifting season in mid-December.
  
  In addition to hourly bid management, ad copy testing and other nimble PPC tactics, the interactive team methodically tested specific offers. This program mathematically determined the best combination of ad copy, bid, offer and landing page to maximize return on investment for Fairytale Brownies.
- ACHIEVE
  The results of this online campaign exceeded Fairytale Brownies’ expectations. The company saw more than 800 online sales in the first two weeks of December alone. Overall, sales increased more than 550 percent during the three-month campaign and the average cost-per-sale decreased by 84 percent.
The lessons learned during the 2005 holiday campaign were ultimately incorporated into Fairytale Brownies ongoing search marketing efforts through 2006 and beyond.
Talking Rock Community
A new residential community in Prescott, Arizona, Talking Rock came to Mighty Interactive, Off Madison Ave’s interactive division, in 2004 to develop an effective Internet initiative to generate leads from people interested in purchasing a custom homesite.
- PLAN
  The Mighty Interactive team conducted intense market research and competitive analysis, combined with extensive online strategic planning, in order to create an online marketing plan for Talking Rock and its developer, Harvard Investments.
  
  This plan needed to take both immediate lead-generation and brand-awareness goals into account, as well as establish the Talking Rock brand for long-term success.
- CREATE
  Using the research and strategic planning, Mighty Interactive and Harvard Investments partnered to build a website that included sophisticated lead generation mechanisms that tailored sales messages based on how long users were on the website.
  
  While initial success was solid, Talking Rock needed additional site traffic and leads to meet their business objectives. Thus, the agency developed and implemented a full-scale search engine optimization and pay-per-click advertising campaign to garner both immediate leads and long-term search engine visibility.
- ACHIEVE
  The results of that effort were extraordinary. In the first month of the Internet marketing program, Talking Rock saw:
  - 366-percent increase in website leads
  - 313-percent increase in website traffic
  Overall cost-per-lead was also kept very low – below $10 – and the results of the campaign were used to implement other initiatives, including email marketing to existing leads.
Phoenix Art Museum
The Phoenix Art Museum is home to extraordinary works of art from around the world, but never before had it played host to so many masterpieces during Masterpiece Replayed: Monet, Matisse and More, a groundbreaking exhibition held in 2008.To help ensure the success of this high-profile collection’s stop in Phoenix, the Museum called on Off Madison Ave to create an integrated communications strategy that would maximize awareness and interest for this limited-time exhibition.
- PLAN
  To call attention to such an extraordinary installation, the Museum needed a communications strategy that was both comprehensive and swift, reaching the largest number of individuals possible in an extremely short amount of time to maximize visitorship during this very limited engagement. In addition, the campaign needed to appeal not only to art lovers who would appreciate the technical aspects of the exhibit, but also to art novices who may simply be interested in seeing famous works from famous artists.
- CREATE
  Along with traditional advertising, public relations, media and interactive work, the Museum challenged Off Madison Ave with building awareness and disseminating information about Masterpiece Replayed in unique and creative ways. To meet this challenge, we took two distinct approaches to market the exhibit – a static marketing installation that would reach large groups and a dynamic installation that would engage individuals in more of a one-on-one manner:
  - Mass Appeal >> The first approach was to use Monet’s legendary, and widely recognized, “Grainstacks” painting as inspiration for our novice group. To bring this painting to life for potential ticket buyers, Off Madison Ave construct three-dimensional grainstacks – or haystacks as they are more commonly called – and placed them around the Phoenix metro area with a call to action to see this unique show. Each haystack stood over six feet tall and was painted in similar colors to the original work. Westcor shopping centers were selected as an ideal location for the grainstacks given their high traffic, widespread locations and mass appeal. Additional installations were placed at the Super Bowl and FBR Open events to reach even greater crowds.
  - One-on-One Engagement >> Our second approach centered on increasing awareness for the exhibition among an art-savvy crowd by creating a display using video with images of some of the most famous works of art shown with the artist’s names, intriguing headlines about the show and a unique URL, MasterpieceReplayed.org. The video screens were worn by actors who walked around art-focused events such as Blue Man Group concerts, the Tempe Arts Festival and the Scottsdale Culinary Festival. The video played on a screen artfully framed above the actors’ heads and each person who walked by would be briefed on additional information about the show.
- ACHIEVE
  Both the haystacks and “TV heads” were highly effective at getting people to stop and take notice:
  - Pamphlets near the haystacks continually needed to be refilled.
  - In the two days after a haystack appeared at Scottsdale Fashion Square, website visits to MasterpieceReplayed.org increased by more than 150 percent.
  - When the “TV heads” appeared at the Scottdale ArtWalk, they achieved 2,400 impressions and distributed 1,450 brochures in just five hours.
  The success of both of these efforts, combined with aggressive public relations, online and advertising programs, garnered ticket sales that were nearly double the exhibition’s previous engagement at the Walters Art Museum in Baltimore.
Notah Begay lll Foundation
In 2005, Notah Begay III, a four-time PGA TOUR winner and the only full-blooded Native American professional golfer on tour, created the Notah Begay III Foundation (NB3) to provide sustainable health and wellness programs for Native American youth. As a federally recognized 501(c)3 non-profit organization, the Notah Begay III Foundation delivers sports activities in the form of golf and soccer programs to youth in tribal communities.

In an effort to be a continuous catalyst for monumental change within Indian Country and fund these crucial programs for Native American youth, Notah conceptualized the Notah Begay III Foundation Challenge (NB3 Challenge), a first-of-its-kind national golf tournament, thereby leveraging his talents and relationships for the benefit of Indian youth nationwide.
- PLAN
  Off Madison Ave joined forces with NB3 to provide comprehensive public relations support, as well as a marketing plan surrounding the overall NB3 brand and the foundation’s inaugural golf tournament.
  
  Off Madison Ave delivered a plan designed to generate maximum awareness of the event and offered detailed recommendations to generate and maintain media relations throughout the nation in print, radio and television, for sports, lifestyle, health, Native American and gaming trade outlets.
  
  To support these public relations efforts and ensure the tournament received online interest as well, Off Madison Ave also developed a plan for an NB3 online presence as well.
- CREATE
  To engage both Tribal and non-Indian communities, the agency drafted key media outreach materials to establish a broader understanding of the mission behind the Notah Begay III Foundation and its contribution to youth on reservations. Through the development of key messages, a media list, press kit materials, releases and alerts, the agency aggressively outreached to national media outlets on current NB3 activities and the inaugural tournament.
  
  Additionally, pre-event interviews were facilitated over the phone between Notah Begay III and various reporters to raise awareness about the NB3 Foundation and the tournament, followed by onsite media relations during the event, coordination and post-event media follow-up. Off Madison Ave also facilitated media relations during all events surrounding the Foundation Challenge, including the pre-tournament clinic, receptions, VIP events and post-event awards ceremony and activities.
  
  To support the tournament online, Off Madison Ave developed a website specifically for the Foundation Challenge, as well as a number of social media outposts relating to the challenge, including Wiki page development and updates, an RSVP website and interaction and profiles on social networking sites such as Twitter, Facebook, YouTube and Brightkite.
- ACHIEVE
  Following the inaugural Notah Begay III Foundation Challenge, the awareness of the Foundation and its goals increased amongst non-Indian communities. The agency’s media outreach efforts produced numerous feature stories, radio and print interviews, a pre-Challenge Golf Channel interview and story segments across all areas of targeted media.
  
  Onsite television media outreach in the Upstate New York area, where the tournament was held, was particularly successful as a result of the aggressive pre-tournament pitching efforts and the onsite coordination of agency team members. Overall, media outreach efforts resulted in nearly 8 million media impressions, meeting event goals and creating momentum for future Foundation events.
Macayo's
Macayo's Mexican Kitchen, a full-service, locally owned and operated restaurant, has been serving the Phoenix area traditional Mexican food since 1946. Today, Macayo's has 18 locations across the Phoenix metro area and in Tucson and Las Vegas.

But with a down economy causing fewer consumers to dine out in 2008, Macayo's was looking for ways to increase traffic and sales at their restaurants.
- PLAN
  A last-minute advertising opportunity became available to run a full-page, full-run black and white ad in The Arizona Republic, a large-circulation daily serving the local market for 15 of the 18 Macayo’s stores, at a highly reduced cost. Off Madison Ave was charged with brainstorm an innovative promotion for this ad that would effectively bring in current and new customers to increase overall sales.
  
  Because the ad’s run date was just prior to Cinco de Mayo and Macayo's was trying to move a large inventory of their Bob & Cha Cha margarita mugs, Off Madison Ave developed a plan that would effectively both increase sales leading up to this popular holiday and decrease the inventory of these mugs within one promotion.
- CREATE
  To best capitalize on the ad space, Off Madison Ave developed a "bring a friend" mug offer that gave visitors two mugs for just over the price of one during a one-week window prior to Cinco de Mayo.
  
  In the past, Macayo’s had a limited ability to track its promotions’ success. Therefore, instead of simply including the coupon in the print ad, Off Madison Ave developed a landing page where consumers could print their coupons. This allowed the agency to track not just the number of people who redeemed their coupons in-store, but also the number who visited the site and the percent of these visitors who downloaded the coupon. Coupled with a point-of-sale key, this landing page allowed Macayo’s to accurately monitor the response rate to this promotion for the first time.
- ACHIEVE
  The results of this print and online campaign were extremely positive. In one week's time, there were 423 page views to the landing page URL, including 366 unique page views. By April 30th, 248 coupons had been redeemed at restaurants for a total of 496 mugs sold.
  
  For the first attempt to track a promotion with a unique URL and landing page, Macayo's was pleased with the results and began incorporating complementary landing pages with unique URLs in a number of its other promotions as well.
The Flinn Foundation
The Flinn Foundation, one of Arizona’s largest philanthropies, offers funding targeted toward Arizona’s fast-growing biosciences community. Back in 2002, Off Madison Ave created an advanced website for the foundation that used online technology to bring the then-nascent biosciences community together.

But in 2008, that community has expanded dramatically and the foundation needed a wholly revamped digital communications strategy to meet its growing needs.
- PLAN
  Off Madison Ave conducted significant strategic planning to ensure the new Flinn Foundation digital outreach program effectively addressed the needs of its primary audiences, including scientists, opinion leaders, parents and students. Research included:
  - Online surveys and telephone interviews
  - Benchmarking of other foundations
  - Personas outlining archetypical characters representing the unique desires of each audience
  From this research and planning, Off Madison Ave created detailed website blueprints and wireframes to ensure the final product served each of the audiences with the information and functionality that mattered most to them.
- CREATE
  In addition to the new Flinn Foundation website, Off Madison Ave also developed a comprehensive new lifecycle marketing program that combined email and text messaging, as well as site functionality such as a major blogging component and syndicated content via RSS feeds. The site also included a very sophisticated, customized content management system that enabled Flinn Foundation staff to manage the large website and the corresponding lifecycle program with minimal staff resources.
- ACHIEVE
  The new site launched in February 2009 following a preview of the beta version that positively overwhelmed users with its updated capabilities.
Esscentual Brands
Esscentual Brands, the manufacturer and distributor of Vitabath premium bath and body products and Claire Burke home fragrance products, needed to break away from its past focus on high-end retailer and distributor channels and add an aggressive direct-to-consumer strategy to its marketing mix in 2005.

Off Madison Ave helped Esscentual Brands create this strong direct-to-consumer presence by implementing a strategy that focused on creating meaningful brand connections with consumers and delivering an easy-to-use shopping experience both online and in direct marketing channels.
- PLAN
  To support the growing trend of online shopping and to more closely control consumers’ brand experience, Off Madison Ave developed an online strategy for Esscentual Brands in 2005 that included rebuilding a dated e-commerce website and implementing strategies to drive online sales, including email, pay-per-click advertising and search engine optimization.
  
  Esscentual Brands faced many challenges with its existing website. The user-experience was poor due to limited functionality and navigation difficulty. Built entirely in flash, it was also difficult to update and was not accessible by search engines, which hindered outside traffic.
  
  In April 2006, Esscentual Brands hired Off Madison Ave as its full-service integrated agency to expand direct-to-consumer sales online and offline, including print catalogs and direct mailers to support the direct-to-consumer effort.
  
  To effectively reach Esscentual Brands’ audience, Off Madison Ave utilized research to determine how customers were buying and using the brands' products. The research went beyond customer demographics and delved into psychographics and behaviors by using audience segmentation, which revealed that Vitabath and Claire Burke customers fell into different segments (fragrance lovers, gift givers, decorators etc.) based on preferences and purchase motivators.
- CREATE
  Using the developed audience segmentation research, Off Madison Ave helped Esscentual Brands redesign a new ecommerce website that featured the company’s full product line, prominent email and catalog opt-ins and strong calls to action for online ordering.
  
  Email communications were also updated to reflect design best practices and testing was performed to determine the most compelling visuals and messaging, best times and days to send and other factors that would influence results.
  
  After both website were live, the print catalog and direct mail program was revitalized to include drive website traffic and grow the house mail list as well. Catalog content also featured special photography, promotions, scented pages, tips and copy that would appeal to each of the targeted segments.
- ACHIEVE
  Esscentual Brands achieved more than a 500-percent revenue growth in 2006 thanks to targeted multichannel efforts.
  
  In 2005, prior to working with Off Madison Ave, Esscentual Brands’ websites grossed a total of $150,000. After new integrated, researched marketing strategies were implemented, Esscentual Brands saw a dramatic increase in online revenue, with December 2006 revenue alone topping $250,000 – nearly double the entire online sales figures Esscentual Brands experienced in the previous year. Website conversion rates also reached an astonishing 7.27 percent.
  
  Additionally, by adding signup opportunities in the catalog, website and landing pages, email opt-ins increased from fewer than 2,000 subscribers between both brands, to more than 10,000 per brand in 2006, allowing Esscentual Brands to further increase sales through promotions to repeat buyers.
Cold Stone Creamery
Winter weather doesn’t usually conjure up cravings for cold treats, but Cold Stone Creamery – one of the largest ice cream shop brands in the nation – wanted to change that during the holiday season of 2006 by promoting holiday-inspired ice cream cakes.

Off Madison Ave was charged with implementing a short-timeframe marketing campaign that would increase sales for these holiday-flavored cakes at stores in all Cold Stone’s markets.
- PLAN
  Off Madison Ave approached this project by first identifying the right audiences for the program – those seeking treats to serve at holiday parties and family events. Then, we developed a media strategy designed to increase awareness of new holiday products and flavors amongst this group, as well as drive foot traffic to the stores and increase purchase intent amongst consumers.
- CREATE
  We developed an integrated plan that included print, radio and online media vehicles, concentrating on the four-week period between Thanksgiving and Christmas to maximize impressions during prime holiday party time.
  
  A mix of media tactics was employed, including Sunday newspaper supplements in all Cold Stone Creamery markets with coupon discount on cakes, network radio spots airing nationwide during high-profile programming such as Casey Kasem’s American Top 20, Ryan Seacrest’s Countdown Show, Delilah and Clear Channel stations. Additionally, Off Madison Ave used online advertising on sites such as Evite, AOL and Food Network – places potential buyers were likely to visit during their party planning. Radio spots and online ads drove users to the Sunday newspaper or to Cold Stone Creamery’s website for a discount coupon.
- ACHIEVE
  As a result of this four-week campaign, Cold Stone Creamery saw more than a 10-percent increase in national ice cream cake sales.
Arizona Highways
Arizona Highways magazine, an award-winning publication that has been distributed for more than 80 years, needed to increase online sales and subscriptions while reducing cost-per-sale through their online store. In addition, Arizona Highways needed to reach a broader audience and skyrocket online visibility.
- PLAN
  Based on their needs, Off Madison Ave conducted an extensive search phrase analysis resulting in the identification of the right terms to use to reach Arizona Highways’ target reader online. This led into the development of a pay-per-click marketing campaign to quickly and efficiently increase online visibility, as well as an SEO campaign to ensure long-term results.
  
  Over a period of several years, we saw both these efforts product strong results. We then identified social media as a new venue to apply our learnings and reach out to potential subscribers and buyers where they naturally congregated.
- CREATE
  We began our multi-discipline campaign with PPC advertising, including corresponding keyword-rich landing pages. Each page was specially coded with a unique tracking number to precisely measure the effectiveness of each search phrase. This PPC campaign was then tested and continuously monitored using a detailed tracking system and hourly bid management, which is a process that enabled the agency to identify specific search terms and bidding strategies that would convert to online sales.
  
  Once the PPC program was in place, we used our learnings from paid to enhance search engine optimization efforts as well, which allowed the website to attract visitors over the long term without paying for each click.
  
  Finally, we added a social media campaign to the mix, reaching out to our target audiences via travel websites, photography forums, Arizona-based tourism sites and other places closely related to Arizona Highways’ content to promote the magazine and its contests and features, encourage interaction with the brand and assess our audiences’ interests.
- ACHIEVE
  Within five months, the PPC campaign’s cost-per-sale went from $23 to $2 and generated hundreds more orders than in past months. Overall, the campaign increased ROI by 2,000 percent.
  
  The SEO and social media campaigns continue to build on the PPC program’s success and have also increased online buzz, visitors and sales substantially.
Nike Reuse-A-Shoe
The Nike Reuse-A-Shoe program recycles old athletic shoes and manufacturing scrap into a raw material called Nike Grind, which is used in environmentally friendly sport and playground surfaces. Launched in 1990, the Reuse-A-Shoe program is one of Nike’s oldest environmental initiatives – but the program did not have a strong presence either online or in Nike stores. In addition, many people did not know they could use Nike Grind in their surfacing projects.

Nike needed to increase consumer awareness and the overall visibility of the program, as well as reach out to B2B audiences to help drive interest in Nike Grind and leads for sustainable surfaces.
- PLAN
  Off Madison Ave first explored the program’s B2B audiences – including athletic directors, architects and parks and recreation people – to see what these groups wanted from sustainable surface providers.
  
  We also researched consumer audiences, uncovering how and how often the online community was talking about shoe recycling, sustainable surfaces and other relevant topics. We discovered that while both consumer and business audiences were very interested, they did not always associate these topics with Nike.
  
  Our initial strategy called for a communications program that would educate B2B audiences about Nike Grind surfaces and their environmental advantages, creating a demand for products containing Nike Grind. Second, we needed to educate and engage consumer audiences in a meaningful conversation using a combination of website development, online marketing programs, public relations and consumer-focused creative.
- CREATE
  Because B2B audiences needed to see Nike Grind materials and the final flooring products in action, Off Madison Ave initiated a highly targeted tradeshow program. At the shows, we collected attendee information to develop an ongoing lifecycle marketing campaign for B2B audiences and harnessed trade media to bring greater awareness to Nike’s shoe recycling program.
  
  Next, Off Madison Ave replaced a small web presence located within a larger Nike site with a dedicated Nike Reuse-A-Shoe website, www.nikereuseashoe.com, designed to interact with consumers and generate leads through consumer-focused copy, strong visuals and strategic messaging that engages audiences and inspires action.
  
  The new site was optimized for search to drive traffic from interested consumers who did not necessarily associate shoe recycling with Nike. A social media listening campaign was launched to connect with audiences on their terms, and create outposts for conversations happening outside of the website. An email marketing program was also created to help foster the ongoing conversation with consumers, including triggered emails based on consumer actions.
  
  Off Madison Ave also launched a comprehensive in-store creative campaign in all of Nike’s 165 U.S. retail locations. This included new shoe collection bins, posters, lanyards, buttons and more, as well as a consumer activist kit designed to ensure local community groups hosting shoe drives were using Nike-branded materials.
- ACHIEVE
  Significant, measurable results were achieved across all fronts, including a large increase in B2B leads for Nike Grind surfaces. The website also showed a dramatic increase in both user engagement and visitors, including:
  - More than 1,000 consumer applications to host shoe drives and 900 newsletter signups in the first four months alone.
  - 30-percent increase in visit length over the previous site.
  - 25-percent increase in visitors from search engines.
  Overall brand awareness was also affected, with mentions of the program in the media, blogs and social networks increasing several fold over previous years, as well as increased search traffic to the website for Nike-branded terms rather than general, non-branded phrases.

Name*
Email Address*
Phone Number*
Job title
Comments
What is 3 + 2?
Add me to the mailing list

Case Studies

Arizona Office of Tourism

Inn of the Mountain Gods Resort and Casino

National Academy of Sports Medicine

Ski Apache

Kolbe Corp.

VIACK Corporation

Southwest Human Development

John C. Lincoln Health Network

Fujitsu

Fairytale Brownies

Talking Rock Community

Phoenix Art Museum

Notah Begay lll Foundation

Macayo's

The Flinn Foundation

Esscentual Brands

Cold Stone Creamery

Arizona Highways

Nike Reuse-A-Shoe

Contact

Follow

Join

Learn